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The "Revival" of PiS: The Transformation of Campaign Strategies from the Kaczyński Twins to Andrzej Duda
[journal article]
Abstract The paper analyzes the campaign strategies of the "Prawo i Sprawiedliwość" (PiS) political party during the Polish elections from 2009 to 2020. It examines how the gradual modernization of communication strategies and the adoption of a less aggressive narrative contributed to the party's revival aft... view more
The paper analyzes the campaign strategies of the "Prawo i Sprawiedliwość" (PiS) political party during the Polish elections from 2009 to 2020. It examines how the gradual modernization of communication strategies and the adoption of a less aggressive narrative contributed to the party's revival after a decline in support caused by the political crisis of 2007 and the death of leader Lech Kaczyński in 2010. The research aims to identify the changes in campaigning that contributed to regaining electoral success since the 2015 national elections. The analysis is based on audio-visual materials produced by PiS for the elections during both the "crisis" period (2009-2013) and the "revival" period (2014-2020), allowing for a comparative analysis of the main changes between these two periods. Through content analysis of these materials, the study investigates the topics, genres, formats, national and European dimensions, personalization strategies, and use of negative advertising.... view less
Keywords
Poland; election; election campaign; party; personalization; political communication; propaganda
Classification
Political Process, Elections, Political Sociology, Political Culture
Free Keywords
PiS; Campaigning; Visual Politics; Audio-Visual
Document language
English
Publication Year
2024
Page/Pages
p. 14-32
Journal
Journal of Liberty and International Affairs, 10 (2024) 2
ISSN
1857-9760
Status
Published Version; peer reviewed